Webinar: New Ways to Succeed with Marketing on LinkedIn

Keith Richey

Director, Global Marketing

April 15, 2015

New ways to succeed with

marketing on LinkedIn

New keys to success

Our team’s approach

Buyer evolution

It’s a challenging world

Before customers

reach out directly

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the

Buyer’s Journey,” October 2012

Pieces of content

are consumed before

a purchasing decision

is made

Source: Zero Moment of Truth Study, Google

Increase targeted reach and quality conversions

4

The challenge:

Fill out a form*

Open emails**

Opportunities captured

*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013

5

Imagine if the funnel worked like it should

Reach only the right people

Deliver highly relevant

and helpful content

Tailor your message based on

where they are in the decision process

6

The only full-funnel professional platform

Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator

Full-funnel analytics

& reporting

products that impact

every stage of your

funnel and get results

New keys to success


Buyer evolution

NurtureDeliver helpful content at the right time, based

on who they are and what matters to them

MeasureTrack branding and direct response impact

with simple yet powerful analytics

8

3 keys to more effective marketing

ReachReach the right people with accurate

targeting

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

32M

347M+

Professionals

join daily

Connections

Company Industry

Size

Name

GenderEducation

Geo

Groups

Standardized

job titles

SeniorityFunction

Occupation

Shares content daily on LinkedIn

Member of groups about

entrepreneurship and business

500+ connections

Small business owner

John Smith

Small business owner

John Smith

Advance his career

Help his company grow

Build new skills

Measure and optimize your reach and conversion

13

Optimization


Convert

# of targeted actions

Actions per visitor

Actions/impressions by targeted audience

Cost per action

Reach

Targeted reach and website traffic

New visitors introduced

Cost per introduced visitor

Visits and pageviews per visitor

14

15

Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator


& reporting


every stage of your


• Target LinkedIn members with accuracy to drive brand objectives

• Engage your audience in a high quality professional context

• Deploy a variety of formats from IAB standard formats to highly engaging native ads such as Spotlight Ads and Follow Company Ads

Reach and engage more than 300M professionals

LinkedIn Onsite Display

• Target professionals who live in target cities along key

routes

• Identify members who belong to LinkedIn groups

related to business travel in Asia

Approach:

“We knew we needed to advertise where business people – and especially the business travelers – are going to be. They’re on LinkedIn.”

Dennis Owen

VP Marketing Americas, Cathay Pacific Airways

• Target professionals with accuracy and scale across the web

• Reach your audience with frequency to increase awareness and engagement

• Engage prospects on LinkedIn, business publisher sites, and beyond

• Measure the impact of your programs with full funnel analytics

Reach the right professionals wherever they travel

LinkedIn Network Display

OpenDNS reached, nurtured, and converted

IT decision makers with LinkedIn Network

Display and Lead Accelerator.

• Drove more than 9,400 new website visits from IT pros

• Increased engagement: 140% increase in page views per

visitor; 64% increase in visits per visitor

• Generated 280+ new leads

Results:

Deliver rich content in the LinkedIn feed across all devices

LinkedIn Sponsored Updates

Adobe shaped brand perception

among marketing decision makers

with Sponsored Updates

• 50% more likely to agree that “Adobe is shaping the

future of digital marketing”

• 2.5x more likely to agree that Adobe’s Sponsored

Updates “captured their attention”

• 79% more likely to agree that “Adobe can help me

optimize my media spend”

Results:

• 38% more leads than other social channels

• 65% lower cost per lead than other social channels

Results:

“Sponsored Updates were a natural fit for us because

members are looking to expand their knowledge base --

we could provide each of our target audiences content

that addresses their unique business needs.”

Lauren Pedigo

Digital Marketing Manager, Kinvey

Drive more leads and get the attention of your highest-value audiences on LinkedIn with targeted messages delivered right to their inboxes

LinkedIn Sponsored InMail

• 48% open rate

• 11x higher response rates vs internal email

• 73% lower cost per lead than competitor

Results:

“With Sponsored InMail, we hit a 48% open rate.

Compared to our internal efforts, our Sponsored InMail

response rates were 11x better.”

Brett Chester

VP of Online Marketing, Replicon

DISPLAY AD

• Convert the 95% of anonymous web visitors who don’t provide an email addresses

• Engage the 80% of known prospects who don’t open your email

• Evaluate the impact of your nurture programs

Deliver more high quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content

LinkedIn Lead Accelerator

2

5

John Smith

DISPLAY

AD #1

SU #1

#1

LinkedIn Lead AcceleratorMarketing automation for display and social advertising

“As soon as a prospect engages and shows interest in a particular

program, they start receiving sequenced messaging that’s relevant

to the specific program they’ve shown interest in. You can see the

impact of this in the performance and you can see it in the quality

of each lead.”

Andrew Hickey

Director of Digital Marketing, eCornell

Results:

• Conversion rates are 2x higher than normal marketing

campaigns

• Conversion rates from their Sponsored Updates nurture streams

specifically were 4x higher than normal marketing campaigns

• Cost per lead is 3x lower than what they’ve seen through

traditional retargeting

Nurture Stream: Visitors to Executive Leadership

Certification Page

Sponsored Updates Facebook News

Feed

Display

“We can reach prospects anywhere online and

make every interaction with them more personal

and relevant throughout the buyer’s journey.”

Eric Hansen

Director of Demand Generation, Cetera Financial Group

Results:

• Drove over 900 new website visits from finance professionals

• Increased page views by 27% from visitors that were nurtured with

display and social ads

• Generated nearly $1 million in new business

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Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator


& reporting


every stage of your






30


targeting

3 keys to more effective marketing

New keys to success


Buyer evolution

Content is core

EVENTS

CAMPAIGNSSOCIAL +

ONLINE

CONTENT

Big Rock content fuels performance

34

Extend the mileage with ‘turkey slices’

Blog: Focus on relevance, variety, frequency

The Blogging Food GroupsA steady diet of quality content for your blog

Monday Tuesday Wednesday Thursday Friday Saturday

Spinach Raisin Bran Chocolate

Cake

Roast TabascoSpinach

LinkedIn Showcase Page as key content hub

Customer engagement

Channel traffic

High quality leads – 30% of

leads in any quarter

Sponsored Updates drive results

Targeted InMails complement the feed with even more

personal communication

Marketing Solutions LLA StreamsHomepage Bouncers“Engaged” Lead Accelerator Sponsored Updates

Week

1

Week 3

Week 2

Full-funnel marketing drives results

47%% of total inquiries driven by

social YTD

29xIncrease in organic blog visitors

YoY

7.5xOrganic LMS website visits

growth YOY

25%% of new customer

acquisition sourced by

marketing

42

Onsite Display

Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator


& reporting


every stage of your






43

Drive more effective marketing


targeting

Identify the onsite behaviors that

indicate high engagement or

specific interests

Define the most desirable

business demographic

segments

Understand the audiences that

have already taken specific

actions on your site or converted

Identify and target your highest-value audience segmentsStep 1

Synchronize your Lead

Accelerator programs with your

Eloqua email nurture programs

Actively and intelligently engage

prospects with online display ad

as well as Facebook and

LinkedIn for social and mobile

Deliver the right message to the

right person at the right time

Deliver sequenced messaging across display and social ads that

are targeted by audience segment and stage in the funnelStep 2

Increase conversion rates with AutofillStep 3

Improve quantity and quality of

leads through access to

LinkedIn’s professional data

Instantly populate lead forms with

accurate, LinkedIn profile data Make it easy to fill out forms on

mobile with a single click

Optimize ad creative and nurture stream design through detailed

insights and platform-supported A/B testingStep 4

Turn messages on and off or

swap out creative based on real-

time performance

Gain insights at every step of the

nurturing process to assess

impact and engagement

Optimize targeting and nurture

streams based on interaction,

engagement and other metrics

Track metrics including lift in

visits, engagement, conversions

by nurture path, and more

Get clear insight into nurturing

effort results via out-of-the-box,

full-funnel reporting

Use these results to inform how

you build out new target

segments and nurture streams

Measure program impact at every stage of the buying process

through built-in reporting and analyticsStep 5

Ensure success with Lead Accelerator LaunchPadHands-on guidance from dedicated B2B marketing experts

EACH LAUNCHPAD INCLUDES BENEFITS

On-site marketing strategy &

planning

Nurture stream development, ad

modifications and launch

Post-launch optimization and hand-

off

Learn best practices

Learn best practices for campaign

planning, creative messaging, and

optimizing ROI across all segments

Gain expertise

Become confident in the mechanics

of Lead Accelerator

Drive results

Turn insights and expertise into

successful campaigns that will drive

conversions and increase funnel

velocity

5

1

Reach more of the right target wherever they are online

5

2

Drive them to your site

SMB owner

San Francisco

1 website visit this week

No downloads so far

5

3

Nurture more of your audience into named prospects

Message 1

Message 2

Message 3

DISPLAY SOCIAL

Message 1

Message 2

Message 3

SBM owner

San Francisco


No downloads so far

5

4

Nurture more of your audience into named prospects

Message 1

Message 2

Message 3

DISPLAY SOCIAL

Message 1

Message 2

Message 3

SBM owner

San Francisco


No downloads so far

5

5

Nurture more named prospects

to acquired customersDISPLAY SOCIAL

Message 1

Message 2

Message 3

Message 1

Message 2

Message 3John Smith is your new customer

Message 4

Message 5

Message 6

Message 4

Message 5

Message 6

Of purchases have higher

value from nurtured leads

Source: Lead Nurturing: The Secret to Successful Lead Generation, Aberdeen Group